GOODBYE TO THE MIDDLE AGES!
| Title | GOODBYE TO THE MIDDLE AGES! |
| Brand | INVITRO |
| Product/Service | INVITRO |
| Category |
A06. Overall Aesthetic Design |
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Entrant
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POSSIBLE MOSCOW, RUSSIA
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Idea Creation
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POSSIBLE MOSCOW, RUSSIA
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Production
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POSSIBLE MOSCOW, RUSSIA
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Credits
| Vlad Sitnikov |
Possible Moscow |
CCO |
| Ekaterina Antipova |
Possible Moscow |
Creative Director |
| Maria Gushchina |
Possible Moscow |
Creative |
| Roman Antonov |
Possible Moscow |
Art Director |
| Alexey Fetisov |
Possible Moscow |
Design Director |
| Kirill Klippenshtein |
Possible Moscow |
Designer |
| Ksenia Boyarkina |
Possible Moscow |
Senior Digital Producer |
| Oksana Bondarenko |
Possible Moscow |
Producer |
| Inna Kovaleva |
Possible Moscow |
Account Director |
| Kristina Borgardt |
Possible Moscow |
Account Manager |
Describe the creative idea
In 2017 sexually transmitted disease are impacting intimate and reproductive health of people all over the world. Each year 357 million people get infected with one of four most common STDs: chlamydia, gonorrhoea, syphilis and trichomoniasis.
Our goal was to tell and show in a creative way what can happen to a person who doesn’t do check-ups after unprotected sex. We needed not only tell our users about these frightening infections but to do so without disgusting them. This could be done with the help of art. Having rewound the time 500 years ago, we realized that it was Jerome Bosch who knew everything about earthly pleasures and their consequences, and, inspired by beings created by Bosch, we depicted our Garden of Earthly Delights.
Describe the execution
Invitro, the largest medical company in Russia, decides to create its own educational portal dedicated to STDs that would also promote discounts and complex tests used to diagnose such diseases.
We analysed our target audience and realised that long texts will not pique their interest. And that’s why we decided to use metaphor and refer to art.
Hieronymus Bosch was our inspiration. Based on his "Garden of Earthly Delights" we pictured frightening infections as art works, this way attracting attention to them. We made Bosch’s pictures come to live and filled them with new meaning.
Inspired by the creatures of Bosch we made our own garden of earthly delights. Now each monster represented one of sexually transmitted diseases. And now anyone can wonder around this virtual garden on the website https://xn--h1aoaa.xn--p1ai/ and take a look (without actually facing it in real life) at each infection, read about it and understand how to prevent it.